eMarketer last week published research findings indicating that, when people share interesting content online with their friends, they prefer email as a sharing tool (rather than sharing content on Facebook, Twitter or other social networks).
Statistically more than 50% of internet users say they prefer to share info via email.
These statistics were measured according to which sharing widgets email readers prefer. Generally, most email marketing emails have widgets or links allowing readers to share the newsletter with their friends on Facebook, Twitter, Digg, StumbleUpon and other social networks; as well as a Forward to a Friend or email widget, allowing them to forward the newsletter to contacts via email.
The research also indicated that social networks achieve higher click-through rates – but questioned whether that accurately reflects user interest.
When content is shared via email, most of the information needed is included in the body of the email. By contrast, social networks like Facebook and Twitter only post short teasers that require the reader to click through to another page in order to get the full picture. Not surprisingly, this results in higher click-through rates.
Why this is good news:
Readers who receive your newsletter from a friend via email are more likely to open and read it. According to eMarketer, “Email shares lead to more engagement, including more pages viewed and, most important, more conversions.”
And, of course, the more people share your email newsletter the further your email marketing reach extends. It spreads the word about your business even further.
Good news on a Monday!